For Mutual PR, which has handled events such as PowerGen Asia, JCB is its first client in the infrastructure equipment sector.
Vineet Jaiswal, marketing manager, JCB India Limited, said: "One of the key attributes we were looking at from our PR agency was a high degree of creative and proactive thought process. We found this in abundant measure (in Mutual PR) along with some of the most informed professionals, who have treated the JCB brand in line with our communication objectives."
JCB won the business following a multi-agency shoot out, however, Jaiswal refused to name the other PR agencies in the fray.
Priyadarshi Sharma, director, Mutual PR, said: "The account was previously handled by Horizons (which closed its operations last year). The brief from the client includes coverage in vernacular media and conducting events at remote places, towns and cities such as Jodhpur, Bikaner, Vishakapatnam and Jaipur, where there is scope for mining or digging."